The Mere Golf Resort & Spa sets out vision for hotel management business

03-Apr-2013 - Last updated on 26-Apr-2021 at 18:54 GMT

Gary Corbett and Mark Boler of the Mere Golf Resort & Spa say they want to expand their brand to other properties under a management business model

The management team of The Mere Golf Resort & Spa in Cheshire has revealed its intention to set up a hotel management business next year that could see it take its successful operational blueprint to other properties across the North West.

The company, which has been in the hands of the Boler family since the 1980s, opened an 81-bedroom hotel at the famous golf club in Knutsford last year which, as well as being a success in its own right, has proved to be a saviour for the business, according to chairman Gary Corbett.

He said: “Golf became popular in the ‘70s and supply increased as demand increased, but demand has plateaued over the last few years leading to an over-supply of golf courses.

“As golf courses were generally struggling Mark (Boler, the company’s chief executive) took the decision to add a spa and later a hotel.

“Golf remains a prominent part of the business, but now we are more of a resort which has a greater revenue stream.”

Brand expansion

The-Mere — The Mere, formerly just a golf club, has grown in the last two years to include a spa and an 81-bedroom hotel

The hotel, which cost £15m to build, could now become a blueprint for other properties with Boler and Corbett keen to take the brand elsewhere.

“We’ve been trading through difficult economic times, but we have had a very good year,” said Corbett. “We’ve spent the last few months fine tuning the business and have come out of that first nine months strong and ready to grow even further.”

Since the hotel opened, the business has seen its turnover grow from £3m to £10m per year and, with 250 full and part-time staff, has become the biggest employer in the area.

Average occupancy at the hotel was at 74 per cent last year and staff turnover at just six per cent. Corbett and Boler recognise that there were ‘challenges’ during the first year, but believe that their management structure is one that could be translated elsewhere.

“Having created what we think is a strong brand, we are looking to replicate it elsewhere,” said Corbett.

“The structure we’ve got in place would lend itself to purely residential properties, but similarly to those in a resort. It would suit those independent hotel owners who are willing to develop their properties and move them in line within the Mere brand, or who might be looking to add a spa for example.”

Boler added: “We are passionate about what we do and believe we can drive a different style of management for hotels who need help with their brand.”